Download - Spykar - 2016
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BRAND AUDIT ON
PRESENTED BY:
Darshana Gupta
Kaneez Abedi
Neha Ganatra
Shoeb Qureshi
Sweta Tiwari
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ROAD MAP Brand
Audit Industry Analysis Research Methodology SWOT Analysis
Elements of Brand Equity Marketing
Models Recommendation
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PARENT COMPANY: Spykar CATEGORY : Apparel and accessories SECTOR : Lifestyle and retail TAGLINE: Bring it on USP: The brand is known for its denim
apparels especially Jeans
ABOUT SPYKAR
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INDUSTRY ANALYSIS
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APPAREL INDUSTRY IN
INDIA
48%
41%
11%
Market Share
Mens wear
Source - Live Mint
Interestingly in India, women's- wear constitute only 41% of the market versus 48% share of menswear.
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SHARE OF DENIM INDUSTRY IN APPAREL
MARKET5%
95%
Denim In-dustry
Source - WWD
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85%
9%
6%Men's Segment
Source - WWD
CLASSIFICATION OF DENIM INDUSTRY
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COMPETITORS
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RESEARCH METHODOLOGY
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Topic Of Research :-
BRAND AUDIT OF SPYKAR LIFESTYLE
Type of Research:-
Descriptive Research
Methodology:- Data collection through questionnaire
Sample Size:- 200 Respondents
Target Audience:-
18-30
Nature of Sample:-
Young Adults
Objective:- To understand the level of Brand Awareness & Knowledge amongst customers
To study the Current Health of the Brand To analyze Issues and Problems faced by the Brand
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SWOT ANALYSIS
STRENGTHS- High Brand Recall- Innovative and Trendy- Strong Brand Imagery- High Digital Presence
WEAKNESSES- High Brand Switching- Lack of awareness for Product Range- Perceived as an Average Product
OPPORTUNITIES- Growing casual wear market- Foreign Market for expansion- Engage in B2B activities- Increasing acceptability of western wear across the world
THREATS- Price Wars- New Entrants- Unorganised Market- Competition from International Players
Spykar
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ELEMENTS OF BRAND EQUITY
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BRAND AWARENESS
YES
NO
0 10 20 30 40 50 60 70 80 90 100
95
5
HAVE YOU HEARD ABOUT THE BRAND
“SPYKAR”
SPYKAR
KILLER
LEE
PEPE JEANS LONDON
LEVI'S STRAUSS
MUFTI
WRANGLER
FLYING MACHINE
69.5
67.5
66.5
61.4
57.9
57.9
53.8
44.2
CAN YOU RECALL ANY OF THE BRAND LOGO
SPYKAR
KILLER
WRANGLER
FLYING MACHINE
MUFTI
PEPE JEANS
LEVI'S
30.1
17.27
13.35
12.57
10.47
8.16
8.16
CAN YOU RELATE THE MENTIONED TAGLINES
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BRAND KNOWLEDGE
High Brand Recognition
0204060
PLEASE INDICATE HOW ATTRACTIVE THE FOLLOWING FEATURES OF SPYKAR
ARE TO YOU
Latest Fashion Trends
Quality
Comfortable Fit
Reasonable Price
64%12%
10%
6% 8%
APART FROM DENIM, WHICH OTHER PRODUCTS OF SPYKAR
ARE YOU AWARE OF
Shirts & T-shirtsWalletDeoBeltsOthers
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BRAND ASSOCIATION
44%
26%
18%
12%
WHAT COMES TO YOUR MIND WHEN YOU HEAR SPYKAR
Denim JeansAffordableAverage ProductOthers 64%
29%
7%
WHO ACCORDING TO YOU IS THE TYPICAL USER OF SPYKAR JEANS
Youth College StudentsOthers
Deep in Customers Mind
Consumer Perception
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BRAND LOYALTY
77%
23%
WOULD YOU BUY ANY OTHER BRAND BESIDES SPYKAR IF IT'S
PRICE IS INCREASED
Yes No
Low Brand Loyalty
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Levis
Lee
Wrangler
Flying Machine
0 5 10 15 20 25 30 35 40 45 5044
3329
2621
1915
13
On the scale from 1 to 8, Rate the following mentioned Brands
BRAND PREFERENCEBrand Choice
Likings towards a particular Brand
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BRAND EVALUATION
Brand attribute approach has been used to evaluate the brand on the basis of preferences
(1 being the most important & 5 being the least important) Ranking Levis Spykar Pepe Jeans Killer Lee
Fit 1 3 2 5 4Durable 4 3 1 5 2
Price 5 1 4 2 3Style 1 5 2 4 3Brand Name
1 2 4 5 3
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PERCEPTUAL MAPPING
Low Quality
High Quality
High Price
Low Price
SPYKAR
MUFTI
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BRAND IDENTITY PRISM MODEL
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Personality
Culture
Self Image
Reflection
Relationship
PhysiqueTrendy
DenimIndian
Brand
Affordable Prices
Distinct Identity
Latest Trends
Youth Engagement
Trend setterSuitable for
Youth
FashionableCool and
TrendyYoung
Fashion Forward
Believe in Bringing Change
CasualYoung
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BRAND RESONANCE
MODEL
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JUDGEMENT
Jeans at affordable Price
Renowned brand in terms of logo, tagline and in terms of usage
FEELINGS
Cool Young Trendy
PERFORMANCE Reliability-Spykar Jeans
specialty in Cut and Fitting Durable –Spykar products are
durable in nature Serviceability- Ambience is
quiet friendly when talked about Spykar stores
IMAGE Average Product Indian Brand Mainly known for men’s
denim
SALIENCE Top of mind recall :• Top 5 brands which people recalled are: Levis, Lee, Spykar,
Pepe Jeans and Wrangler Low recall rate as compared to Levis and Lee High reorganization Niche Awareness
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POST BRAND AUDIT REPORT
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ELEMENTS EXCELLENT GOOD AVERAGE POOR
Brand Awareness
Brand Knowledge
Brand Preference
Brand Loyalty CHARACTERI
STICSFit
Durability Style Price
Availability
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Spykar needs to focus on PAN India presence Change the perception of being an ‘Average
Brand’ in the minds of the people Needs to focus on Style & Durability of the
product Adopt new strategies to reduce Brand Switching Need more Customer Connect for loyalty
towards the brand Customer Relationship Management Needs to Engage in B2B activities Offer complementary goods linked with the
product ,to increase the sale of Accessories
RECOMMENDATIONS
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THANK YOU